本文關(guān)鍵詞： 戰(zhàn)略合作營銷 戰(zhàn)略聯(lián)盟 競爭優(yōu)勢　出處：《大連海事大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：戰(zhàn)略合作營銷是21世紀(jì)營銷中最重要的理念,與傳統(tǒng)營銷相比,它具有很多明顯的優(yōu)勢,已發(fā)展成為企業(yè)實現(xiàn)較高銷售收入和利潤、開發(fā)新品、實現(xiàn)企業(yè)擴(kuò)張、開拓新市場的主要營銷方式,是許多企業(yè)獲得競爭優(yōu)勢的戰(zhàn)略選擇。企業(yè)通過戰(zhàn)略合作營銷的實施,以取得持續(xù)的競爭優(yōu)勢,來確保企業(yè)獲得可持續(xù)發(fā)展的動力。該論文是為煙臺正海新材料有限公司在新的經(jīng)濟(jì)和行業(yè)背景條件下,獲取和提升競爭力設(shè)計并實踐戰(zhàn)略合作營銷模式。企業(yè)的市場營銷活動是該論文的研究內(nèi)容,在市場競爭殘酷的外墻保溫行業(yè)中,企業(yè)的營銷模式和活動及復(fù)雜而多變的環(huán)境是一個有機(jī)的系統(tǒng),運用現(xiàn)代營銷理論、戰(zhàn)略管理理論、企業(yè)競爭理論、合作營銷理論為基礎(chǔ),以波特五力模型和價值鏈分析作為工具,鑒于新經(jīng)濟(jì)和行業(yè)環(huán)境加以研究分析,從介紹戰(zhàn)略營銷、戰(zhàn)略聯(lián)盟、合作營銷的內(nèi)涵、特點開始,對新形勢下正海新材料有限公司戰(zhàn)略合作營銷的內(nèi)涵、內(nèi)容及基本模式進(jìn)行分析,并通過對現(xiàn)有營銷模式進(jìn)行對比,創(chuàng)造性的提出一種適合正海新材料有限公司的戰(zhàn)略合作營銷模式,從而為正海新材料有限公司打造和培育營銷競爭力,實現(xiàn)公司可持續(xù)發(fā)展提供一種新的思路和方法。本研究由五部分組成。第一部分為緒論。在緒論中介紹了問題的提出和意義,同時介紹了該問題目前的研究現(xiàn)狀。第二部介紹了戰(zhàn)略合作營銷的基本理論。在這部分中介紹了戰(zhàn)略合作營銷的基本概念、相關(guān)理論和具體實現(xiàn)方法。第三部分介紹了煙臺正海新材料有限公司的企業(yè)概況和營銷現(xiàn)狀分析。第四部分介紹煙臺正海新材料有限公司戰(zhàn)略合作營銷方案設(shè)計,從團(tuán)隊建設(shè)、客戶信用評級和銷售政策方面進(jìn)行具體方案設(shè)計。第五部分介紹煙臺正海新材料有限公司戰(zhàn)略合作營銷實施方案設(shè)計,主要從目標(biāo)、進(jìn)度計劃和保障措施等方面進(jìn)行研究。
[Abstract]:In 21th century, strategic cooperative marketing is the most important concept in marketing. Compared with traditional marketing, it has many obvious advantages, and has developed into an enterprise to achieve higher sales income and profits, and to develop new products. It is the strategic choice for many enterprises to gain competitive advantage to realize the expansion of enterprises and to open up new markets. Through the implementation of strategic cooperative marketing, enterprises can obtain sustainable competitive advantage. This paper is for Yantai Zhenghai New material Co., Ltd under the new economic and industry background. Obtain and enhance competitiveness design and practice strategic cooperative marketing model. The marketing activities of enterprises is the research content of this paper, in the fierce market competition outside wall insulation industry. The marketing model and activities of enterprises and the complex and changeable environment are an organic system, which is based on modern marketing theory, strategic management theory, enterprise competition theory and cooperative marketing theory. With Porter's five-force model and value chain analysis as a tool, in view of the new economy and the industry environment to study and analysis, starting from the introduction of strategic marketing, strategic alliance, cooperative marketing connotation, characteristics. This paper analyzes the connotation, content and basic mode of strategic cooperative marketing of Zhenghai New Materials Co., Ltd under the new situation, and compares the existing marketing models. Creatively put forward a kind of strategic cooperative marketing mode suitable for Zhenghaixin material Co., Ltd., so as to create and cultivate marketing competitiveness for Zhenghaixin material Co., Ltd. This research consists of five parts. The first part is the introduction. In the introduction, it introduces the problem and its significance. The second part introduces the basic theory of strategic cooperative marketing. In this part, it introduces the basic concept of strategic cooperative marketing. The third part introduces the general situation and marketing situation of Yantai Zhenghaixin material Co., Ltd. 4th part introduces the strategic cooperative marketing scheme design of Yantai Zhenghaixin material Co., Ltd. . From the team building, customer credit rating and sales policy specific design. 5th part introduces Yantai Zhenghaixin material Co., Ltd. Strategic cooperation marketing implementation scheme design, mainly from the goal. Progress plan and safeguard measures are studied.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.7;F274

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